When Jaclyn Sienna India established Sienna Charles, her luxury travel concierge service, in 2008, she had a clear mindset: to project confidence and success even before achieving it. Initially, this meant taking on inquiries from potential clients she didn’t yet have.
“My husband thought I was the dumbest person in the world because we would get calls from people saying, ‘Oh, I saw your article. I’d love to go to Disney,’ or, ‘We’re going to New Jersey for the weekend,’” India explained. “But I had no clients.”
Fast forward sixteen years, and that strategy seems to have paid off. Today, India works with numerous influential figures, including former President George W. Bush and celebrities like Mariah Carey. Her client base comprises high-net-worth individuals earning over $100 million annually—people who are accustomed to having it all. So, what unique offerings does India provide that her affluent clients can’t procure themselves?
“They’re far more influential than I am, and they have vast networks. But what truly gets things accomplished is compassion. It’s about leading with empathy,” she noted. Having spent five years working in the service industry, India understands customer needs and emphasizes personalized attention.
Sienna Charles is known for its extensive “black book,” containing over 2,000 contacts within the hospitality sector, spanning yachts, luxury hotels, and upscale dining experiences. India’s ability to forge relationships within this industry enables her to curate unforgettable travel and dining adventures for her clients.
“My clients articulate what they wish to achieve, as they often have a vision in mind. They just lack the time, tools, access, or creativity to realize that vision,” India shared. “I have a talent for interpreting those ideas succinctly and executing them.”
However, India’s mission transcends merely securing reservations at high-profile venues; she prioritizes ensuring that every experience is genuinely rewarding.
“I don’t think going to the French Laundry in Napa is particularly thrilling,” India remarked, referring to the acclaimed three-Michelin-star restaurant. “So, I don’t recommend it. While we could get someone a reservation, I find that the experience at Single Thread Farms nearby is much more intriguing.”
While India emphasizes creating personalized experiences over simply offering luxury, her clients often enjoy exclusive events. For example, she once organized a romantic candlelit dinner at Versailles and arranged a brunch on the Arc de Triomphe for another client.
“We also aim to combine meals with encounters with notable individuals,” India elaborated. “We’ve arranged breakfasts with the Hermes family and lunches with the Fendi family in Rome.”
Sometimes, clients seek simpler comforts. When President Bush visited Ethiopia, India ensured his accommodations included peanut butter and non-alcoholic beer, and arranged for him to be welcomed by local children dressed in Texas Rangers baseball caps.
“I genuinely care about people,” she said, emphasizing her commitment to understanding diverse perspectives. “I speak with everyone from cab drivers to restaurant staff to discover the most captivating options for my clients. Luxury isn’t the only aspect of the world; my clients yearn for authentic experiences.”